JUST ADDED AUDIO FROM THIS PRESENTATION: http://www.uxaustralia.com.au/experiencestrategy-2014/audio/mike-biggs-empathy-maps.mp3 Step one in creating an Experience Strategy vision is understanding and defining your target customers. This leads most UXers to excitedly proclaim that they need to go out and do some research and create some Personas. But what if the time it takes to create research driven Personas is a luxury you don’t have? Or if Personas are even the best way to get started? In this hands-on activity, Mike Biggs will introduce you to the power of the Empathy Map; a quick and simple workshop tool that draws on the knowledge of the team in the room to tease out those key differences between your customers. In less than the time it takes to conduct one in-depth interview, you can paint a picture of your audience, prioritise them, and have your stakeholders walk out of the room in clear agreement about who your strategy is targeting; allowing you to head out and start learning more about them. Delivered at this event: http://uxaustralia.com.au/experiencestrategy-2014/workshopping-customer-empathy

1. WORKSHOP YOUR WAY
TO CUSTOMER EMPATHY
20 minute workshop with Mike Biggs
@MetaMikeBiggs
E x p e r i e n c e S t r a t e g y 2 0 1 4

2. Thinking
Motivations, worries & aspirations
Seeing
Environment, friends, markets offers
User type:
Pains
Fears, frustrations, obstacles
Gains
Moments of delights, pleasures
Name:
Hearing
What friends, family, colleagues say
Saying & Doing
Actions, goals and behaviours

3. 3

4. 4
Pains & Gains > Value Proposition Canvas >
Business Model Canvas

5. 5
Personas are a research driven tool.
They are a great way to communicate research
findings. This makes them more robust, but
takes time and resources.
Empathy maps are a workshop tool.
They leverage the knowledge of the people in
the room to tease out those key differences
between your customers.

6. 6
Identify user types:
Conference attendees
What are the different motivations for attending
conferences which will drive different behaviours and
goals?
1. Socialiser
2. Learner
3. Job Seeker
4. Drinker
5. ..Recruiter?
6. …Presenter?

7. 7
Create your empathy maps…
Form small groups – 2-3 people
Quickly sketch the diagram
Choose 2 Motivators / Personas and map them out
Time: 10mins

8. Thinking
Motivations, worries & aspirations
Seeing
Environment, friends, markets offers
User type:
Pains
Fears, frustrations, obstacles
Gains
Moments of delights, pleasures
Name:
Hearing
What friends, family, colleagues say
Saying & Doing
Actions, goals and behaviours
Socialiser
Learner
Job Seeker
Drinker
..Recruiter?
…
Presenter?

9. 9
Share your empathy maps…
• Share with the team next to you & discuss
differences
• Time: 5 mins

10. 10
Using Empathy Maps
• Bring a customer focus in to your team
• Leverage the idea that there can be multiple views on
the same problem
• Understand different approaches to the same activity
• Springboard into more in-depth research resulting in
data driven personas
• As a key input to journey mapping

11. THANK YOU
Mike Biggs
mbiggs@thoughtworks.com